Just another vodka the way "Netflix and chill" is just another pastime.
The vodka category needed a shake-up, so we concocted a campaign recipe with an aim to turn heads.
Absolut Elyx, the luxury variant of Absolut, was created to reinvigorate the stuck-in-its-ways vodka category, and capitalize on the growth of super-premium spirits. Not only was the taste profile superior—try it on the rocks—but Elyx embodied a bold, memorable lifestyle that was a far cry from the dated models and bottles other brands employed in their advertising.
The only problem was no one knew who they were. So we set about fixing that with a disruptive OOH and digital campaign as well as one very glossy stunt during New York Fashion Week in September 2017. The Copper Cab generated 1M trade and celebrity press placements while our OOH work—including marquee placements in Times Square over the Christmas and New Year’s holidays—bolstered that even further. All in the name of world-class vodka.